Abstract
‘The customer is always right’ has entered common usage both by customers and those who seek their custom. Like many well-known sayings its origin is not completely straightforward. It has been attributed to Lord Sainsbury in the UK but also to a Philadelphia department store owner, John Wannamaker, who is reputed to have first used the phrase as early as the 1860s.
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Recommended Further Reading
The following will provide useful extra information
Alsop R (1999) Brand loyalty is rarely blind loyalty Wallstreet Journal, 19 October.
Cartwright R (2000) Mastering Customer Relations. Basingstoke: Macmillan.
Cartwright R and Green G (1997) In Charge of Customer Satisfaction. Oxford: Blackwell.
Clutterbuck D, Clark G and Armistead C (1993) Inspired Customer Service. London: Kogan Page.
Clutterbuck D and Goldsmith W (1983) The Winning Steak. London: Orion.
Clutterbuck D and Goldsmith W (1997) The Winning Steak Mark 2. London: Orion.
Clutterbuck D and Kernaghan S (1992) Making Customers Count. London: Mercury.
Gale G T and Wood R C (1994) Managing Customer Value: Creating Quality and Service that Customers Can See. New York: Free Press.
Harvey D (2002) Customers — the Hidden Threat to your Business. Oxford: Capstone.
Jay R (2000) Smart Things to Know about Customers. Oxford: Capstone.
Jones T O and Strasser W E Jnr (1995) Why satisfied customers defect. Harvard Business Review, Nov–Dec, 88–99.
Seybold P B (1998) Customers.com. New York: Random House.
For information about McDonalds consult
Kroc R (1990) Grinding it Out. New York: Saint Martin’s Press.
Love J (1995) Behind the Arches. New York: SOS Free Stock.
Watson J T. (ed.) (1998) Golden Arches East: McDonalds in East Asia. Stanford, CN: Stanford University Press.
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© 2004 Roger Cartwright
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Cartwright, R. (2004). The global customer. In: Mastering the Globalization of Business. Palgrave Master Series. Palgrave, London. https://doi.org/10.1007/978-0-230-80202-5_10
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DOI: https://doi.org/10.1007/978-0-230-80202-5_10
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